Pure Station Average price. This is a UK term used as a benchmark against which agencies buying TV airtime assess their buying results. Usually stated as a cost-per-thousand per month. Calculated by dividing the impacts of a specified audience in the given month by contractor advertising revenue. 'Pure' denotes revenue net of volume discounts rebated to advertisers but before agency commission is paid out. Station average price cannot be calculated in markets where TV revenue data is not published.